[T]echnology: Hire Your First AI Employee
[E]ducation: Chicago Pulls the Plug on Zillow
[C]oaching: The String That Always Drifts
[H]ow To: Use Claude For Content Ideas
[T]echnology: Hire Your First AI Employee
As promised, this week I did a webinar on how to hire your first AI employee…here’s the replay: ⬇️⬇️
It’s a lot to unpack, and this new assistant is going to cost you $100-200/month (cheap, I know right?)...but I promise you, this is just the tip of the iceberg!
Here’s your prompt for Claude: ⬇️⬇️
Create a prompt for me to use with Claude to help me create my first AI employee.
Don’t do this if Claude knows nothing about you and your business. If you’re currently using ChatGPT, go to settings, Data controls, and click Export data. Add that as a reference file to Claude and boom! Claude knows everything it needs to know…hopefully!
[E]ducation: Chicago Pulls the Plug on Zillow
The portal war just went hot, and it started in Chicago. ⬇️⬇️
Here's the short version. On Wednesday, MRED, the Chicago area MLS, shut off its listing feed to Zillow. Roughly 43,000 listings disappeared from Zillow basically overnight.
This didn't come out of nowhere. Back on May 12, Zillow sued both Compass and MRED in federal court, claiming the two colluded to muscle Zillow into displaying Compass private listings nationwide… or lose access to every Chicago listing. Zillow is calling it an antitrust violation and asking for triple damages. MRED gave Zillow a midnight deadline to back down. Zillow didn't. The feed went dark the next morning.
So who's right? 🤔🤔 Depends which side of the table you're sitting on.
Zillow's pitch: buyers want every home in one place, and hiding listings hurts consumers.
Compass and MRED's pitch: sellers should control how their home gets marketed, and agents shouldn't have to hand everything to a portal that sells their own leads back to them.
Compass CEO Robert Reffkin is leaning all the way in. He's posting side by side screenshots like the one above… 20 homes showing on Zillow, 118 on Compass for the same Chicago neighborhood. His message is simple: Zillow is the one that's incomplete now.
I'm seeing that same energy in broker group chats and feeds all week.
Brokers saying they've gotten zero pushback from clients for not being on Zillow. Brokers seeing recruiting opportunities. Agents calling it a chance to get back in the driver seat. One post making the rounds argued the only real fix is an industry owned platform where the people behind it actually pick up the phone. 📱
Here's where I land. I told my own group this week… it would be cool if MRED became the national MLS that they are hoping to be, but I'm very skeptical and I think it will ultimately end up costing them millions in litigation.
For the rest of us sitting outside Chicago, this is the test case. However it shakes out in court is going to shape who controls your listings for years. Watch this one closely.
[C]oaching: The String That Always Drifts
My friend Kristen Jones posted something this week that I have not been able to shake.
She posted about about Eric Church's 2026 commencement speech at UNC. If you have not watched it, block off 18 minutes today and do it.
Then show your kids.
The whole speech is built around a guitar. 🎸 Six strings, six parts of your life. When all six are in tune, the chord can carry a person through their worst night. When one string drifts, the whole chord falls apart the second you strike it.
The string Church says drifts faster than any other is the G string. That's where ambition and resilience live… and they pull in opposite directions.
Read that again, because that's the job description for a real estate agent.
You have to want it. The listing, the team, the record year. Church said it plain: the world is full of people standing at the edge of their own potential, waiting on a permission slip that's never coming. Want the thing. Say it out loud. 📣
And then the market is going to break you. The deal that dies at the closing table. The client who ghosts after six months. The stretch where the phone won't ring, and you start wondering if you're cut out for this.
Here's the line Kristen pulled, by way of Hemingway… "The world breaks everyone. Afterward, the best of us are stronger at the broken places."
The break is not the failure. Every agent gets broken. The failure is what most of us do next… we turn up the volume. More activity, more noise, and we hope nobody notices the chord has gone sour.
Don't do that. Stop and be honest about which string drifted. Then tune it.
Get back up. Tune the string. Keep playing. 🎸
[H]ow To: Use Claude For Content Ideas
Are you needing content ideas? Today, I’m going to test out Claude’s content idea generation and see how good the ideas it gives me for my TikTok are, and whether I’d recommend them as someone with two degrees in Marketing and Digital Marketing and over five years of real estate marketing experience.
For reference, I am following Modern Millie’s YouTube video for prompts.
Step One: Have Claude downloaded on your computer. You can download Claude here.
Step Two: Create a separate project. 🎨
On the left-hand side, you will see tabs. Click on “Projects” and create a new project. The reason you want to do this instead of typing directly into Claude is because it better segments your data and information, keeping everything organized. When you interact within this project, Claude will already understand what you want to talk about, and the background of the conversation will already be centered around your topic. There’s no need to re-prompt or retrain Claude every time. Name your project using your name + the platform you want it to audit. Example: “Gab With Abby TikTok.” For “What are you trying to achieve?”, copy and paste this prompt, filling in your own information where needed: “I’m a real estate content creator trying to grow to ‘x’ amount of followers on ‘platform’ within ‘timeframe’ using ‘content type.’”
Step Three: Add Instructions 🖊️
Use the prompt below but fill in the blanks when bolded.
“Generate content ideas based on my pillars, audience pain points, and trending topics. Always use web search to find what’s trending in content creation, social media growth, and personal branding RIGHT NOW You can also look at my competitors or accounts I’m inspired by for content ideas: (insert competitors here) Give me ideas in batches of 10–20 at a time, organized by pillar Flag which ideas have the highest viral potential and why Viral Hooks for Short Form Write 3–5 hook variations for every content idea — text hook, verbal hook, and visual hook options Hooks should be scroll-stopping, specific, and speak directly to my audience’s pain points or desires Format: [Hook Type]: [Hook Copy] Always include at least one hook that leads with a bold/controversial statement and one that leads with a specific result or number Short-Form Video Scripts e.g., M/W/F on TikTok, daily Stories, 3x/week Reels) Balance content types: educational, inspirational, relatable/entertaining, promotional Flag upcoming cultural moments, holidays, or trending events I should plan content around Account Audits When I ask for an account audit, analyze the following and give me a clear report: Bio & profile optimization — is my profile photo easy to see my face and match my niche? Is the bold part of my bio searchable (includes keywords my audience would search), does the bio state who my audience is and why they should follow me? Is there a clear call-to-action leading people to my link in bio with a freebie? Content mix — am I hitting all pillars or over-indexing on one? Hook strength — are my openers stopping the scroll? Consistency — posting frequency and gaps CTA effectiveness — am I always giving my audience a clear next step? Growth opportunities — what am I missing or underleveraging? Format: Grade each area A through F with specific actionable fixes Follower Growth Plan. Follower Growth Plan Build me a 30/60/90 day follower growth plan based on where I currently am Include: posting cadence, content mix, and platform-specific tactics Always think about organic growth strategies that don’t require me to be on my phone 24/7.”
You can now use this project in Claude anytime you have questions related to that specific platform or account. Repeat this process for any other social platforms you want help with.
Okay, I did all of that. Now let’s see what Claude recommended. The first issue I ran into was that TikTok does not allow competitor data scraping, so sadly, that part of the prompt didn’t end up helping me. Below are the content ideas it gave me to film.
Overall, the ideas aren’t bad. I would definitely want to add my own flair and personality ✨ to what it gave me, but honestly, that’s the whole point of AI, in my opinion. It’s not meant to do 100% of the work for you, it’s meant to help get you started and spark new content ideas. Now, the real test is whether these ideas will actually perform. I’m going to make one of these videos this week and see how impactful it is, and I’ll include the results in next week’s edition.
Maybe Claude will end up performing better than what I could come up with on my own?
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-Ty Morton + Abby G